Leonard Mlodinow is a name many science readers will recognize as belonging with physics, not psychology and neuroscience. His handling of this topic, which has been handled by Eagleman, McRae, Shermer, and others in the last couple years, is skillful and entertaining.
Mlodinow's turn of phrase is masterful and he covers the latest research in neuroscience and how much of our actions are controlled not by our conscious mind, but by our unconscious. He notes that "our brains are made up of a collection of many modules that work in parallel, with complex interactions, most of which operate outside of our consciousness. As a consequence, the real reasons behind our judgments, feelings, and behavior can surprise us."
Subliminal is full of surprises for the average reader and offers gems that would change the world if only enough people believed the information to be true: "We believe that when we choose a laptop or a laundry detergent, plan a vacation, pic,k a stock, take a job, assess a sports star, make a friend, judge a stranger, and even fall in love, we understand the principal factors that influenced us. Very often nothing could be further from the truth. As a result, many of our basic assumptions about ourselves, and society, are false." Mlodinow takes readers through the research carefully and masterfully and leaves readers changed by the experience (well, we can hope).
Mlodinow writes that "We choose the facts that we want to believe." While we instinctively insist this is true of others, we are usually resolute that we are free from this kind of error. If we want to really revolutionize our relationships, and as a consequence, society, we're going to have to disseminate the latest in neuroscience to the masses, and then somehow find a way to accept that we are vulnerable to the same quirks and foibles as everyone else--maybe we'll learn to let the past go, accept that people do things for no conscious reason, and even better, as parents, we'll finally get how utterly pointless it is to ask our children why they did something.